What Pro Senectute Kanton Zug does

Pro Senectute Kanton Zug is a Swiss charitable foundation (gemeinnützige Stiftung) established in 1919 as the cantonal branch of the national Pro Senectute organization, headquartered at Aegeristrasse 52, 6300 Zug, Switzerland. The foundation operates as an integrated service platform for seniors aged 60+ and their families across the Canton of Zug, organized around five interconnected service pillars: (1) Beratung für Altersfragen — free social counseling covering finances, retirement planning, legal matters, housing, and health; (2) Kurse und Freizeit — a catalog of exercise, education, and cultural programs; (3) Unterstützung im Alltag — home-based assistance including household help, dementia care, and meal delivery via the CasaGusto partnership; (4) Fachgeschäft für Hilfsmittel — a specialty store (also online at hilfsmittel-ps.ch) selling and renting mobility aids with 24-hour delivery; and (5) Veranstaltungen — including the annual Forum für Altersfragen professional conference and the 'Gesund altern im Kanton Zug' (GAZ) community health program. Supporting functions include the bimonthly Magazin Horizonte (13,000+ circulation), a volunteer program (200+ volunteers), and donation processing. The foundation is ZEWO-certified and PCI-DSS compliant for online donations.

The organization is supported by approximately 13 staff plus 200+ volunteers, with a 6-person executive leadership team (Geschäftsleitung) led by Managing Director Carina Brügger. Its revenue model is diversified across five streams: charitable donations and legacies, federal subsidies (BSV) and cantonal subsidies, course/activity fees, aids/equipment sales and rentals, and an emergency assistance fund (Fonds für Zuger Seniorinnen und Senioren in Notlagen). Core strategic partners include Zuger Kantonalbank (main sponsor), Spitex Kanton Zug (home care coordination), and the Canton of Zug government. Service delivery is community-led and direct-to-consumer via the Zug headquarters office, phone consultation, mobile home assistance, and the specialist store. The foundation holds no patents, has no disclosed AI/ML capabilities, and runs on standard nonprofit technology infrastructure (web-based content management, Google Analytics, RaiseNow for donations, Google Ads for tracking).

Name

Pro Senectute Kanton Zug

Legal name

PRO SENECTUTE KANTON ZUG

Website

https://zg.prosenectute.ch

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

11–50 employees

Short description

Pro Senectute Kanton Zug is a Swiss charitable foundation, founded in 1919, that provides integrated counseling, courses, home assistance, and assistive equipment to seniors aged 60+ across the Canton of Zug, funded through donations, government subsidies, and service fees.

Ownership category

akta.pro rank

Product category

Senior social services (elder care / advisory and home assistance for seniors)

NAICS

Services for the Elderly and Persons with Disabilities (62412), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Social Services (8300), Services-Home Health Care Services (8082)

akta.pro primary industry

Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)

akta.pro secondary industries

Civic Engagement, Volunteering & Leadership Education for Seniors (EDAAAMAK), Behavioral Health & Cognitive Support Coordination (Dementia, Depression, SUD) (HSABAIAF)

Keywords

• Senior social services
• Elder care counseling
• Home assistance
• Assistive equipment retail
• Nonprofit senior support

Headquarters

HQ city

Zug

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Donations and Charitable Contributions: As a nonprofit foundation, Pro Senectute relies heavily on donations from the public, including general donations, commemorative donations (Trauerspenden), and legacy bequests (Erbschaften/Legate). The organization is ZEWO-certified.
2. Course and Activity Fees: Revenue generated from various courses, sports activities, and leisure programs for seniors. Fees are kept affordable with some subsidized offerings.
3. Aids and Equipment Sales/Rentals: Revenue from the specialist store (Fachgeschäft) selling and renting mobility aids, wheelchair equipment, beds, bathroom aids, and daily living aids. Includes a rental service with delivery within 24 hours.
4. Government Subsidies: Federal subsidies through the Federal Social Insurance Office (BSV) for social counseling services, and canton-level support for specific programs such as 'Gesund altern im Kanton Zug' (GAZ).
5. Emergency Assistance Fund: The 'Fonds für Zuger Seniorinnen und Senioren in Notlagen' provides emergency financial assistance for seniors in crisis situations, funded through charitable donations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pro Senectute Kanton Zug is a nonprofit charitable foundation providing an integrated service platform for seniors (60+) and their families across the Canton of Zug. Its core offerings are free social advisory services, subsidized courses and leisure programs, in-home daily assistance (including dementia care and meal delivery), a specialist store selling and renting mobility and daily living aids, and community events — all subsidized by government grants and charitable donations to support independent living for older adults.

Product overview

Pro Senectute Kanton Zug operates as a unified service platform for seniors (age 60+) offering integrated social services, support programs, and retail offerings. The core service portfolio comprises five interconnected pillars: (1) Beratung für Altersfragen providing free advisory services on finances, retirement, health, housing and legal matters; (2) Kurse und Freizeit offering exercise programs, education, and social activities through the course catalog; (3) Unterstützung im Alltag delivering home-based support including household assistance, dementia care, and meal delivery (CasaGusto); (4) Fachgeschäft für Hilfsmittel providing assistive devices for purchase or rental with a 24-hour delivery service; and (5) Veranstaltungen including the annual Forum für Altersfragen professional conference and Gesund altern im Kanton Zug (GAZ) community health programs. Supporting services include Magazin Horizonte (biannual publication with 13,000+ circulation), Freiwilligenarbeit (volunteer program with 200+ volunteers), and Spenden (donation processing). The online shop and course booking platform enable digital access to Hilfsmittel products and registration.

Differentiator

Problem solved

Functional benefit

Brands

• Horizonte: A semi-annual magazine published by Pro Senectute Kanton Zug featuring stories about aging, course programs, and information about services. Distributed in a print run of over 13,000 copies.
• Fachgeschäft für Hilfsmittel
• Mahlzeitendienst
• Fonds für Zuger Seniorinnen und Senioren in Notlagen

Products and services

• Beratung für Altersfragen (Free Senior Advisory Services) Free advisory services for seniors covering finances, retirement planning, health, housing and legal matters; delivered by social workers with personalized guidance and referrals.
• Kurse und Freizeit (Courses and Leisure Programs) Comprehensive program of courses and leisure activities helping seniors stay physically active and mentally fit, including sports, education, culture and social programs for people aged 60+.
• Unterstützung im Alltag (Daily Living Support / Home Assistance) In-home daily assistance services for seniors including household help, dementia care, home and hospital visits, and cleaning services, enabling independent living at home.
• Mahlzeitendienst (Meal Delivery Service, in partnership with CasaGusto) Meal delivery service in Canton Zug offering diverse menu options so seniors can enjoy restaurant-quality meals at home; operated in partnership with CasaGusto.
• Fachgeschäft für Hilfsmittel (Specialist Aids Store) Physical and online specialist store (hilfsmittel-ps.ch) selling and renting mobility aids, wheelchairs, care beds, bath/shower aids and alarm systems for seniors, with 24-hour rental delivery.
• Veranstaltungen (Community Events and Forums) Events and gatherings for seniors including the annual Forum für Altersfragen professional conference, GAZ community health aging program, and Generationensingen (intergenerational singing) events.
• Spenden und Notlagen-Fonds (Donations and Emergency Assistance Fund) Donation channels including general donations, memorial donations, legacies, and the 'Fonds für Zuger Seniorinnen und Senioren in Notlagen' solidarity fund providing emergency financial assistance to seniors in crisis.

Quantifiable outcome

• Over 13,000 magazine subscribers
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Active Senioren Rotkreuz/MeierskappelminorStrategic or Co-development PartnerPartner organization for senior activities in Rotkreuz/Meierskappel area.
• Altersheime BaarminorStrategic or Co-development PartnerCare home partnership for coordinated senior care services.
• Alzheimervereinigung ZugminorStrategic or Co-development PartnerCollaboration on dementia support and care services.
• Spitex Kanton ZugcoreStrategic or Co-development PartnerKey partner for home care and assistance services, coordinated care delivery.
• Schweizerisches Rotes KreuzminorStrategic or Co-development PartnerNational Red Cross partnership for humanitarian services.
• Kanton ZugcoreStrategic or Co-development PartnerCantonal government partner for health promotion programs including 'Gesund altern im Kanton Zug' (GAZ).
• Stadt ZugminorStrategic or Co-development PartnerMunicipal government partnership for local senior services.
• Gesundheitsförderung SchweizminorStrategic or Co-development PartnerSwiss Health Promotion foundation partnership for health programs.
• Casa GustominorStrategic or Co-development PartnerMeal delivery service partnership for nutritional support to seniors.
• Zuger KantonsspitalminorStrategic or Co-development PartnerCantonal hospital partnership for healthcare coordination.
• Benevol ZugminorStrategic or Co-development PartnerVolunteer coordination organization partnership for volunteer recruitment.
• Curaviva ZugminorStrategic or Co-development PartnerCare home association partnership for senior care industry collaboration.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Schweizerisches Rotes Kreuz: Swiss Red Cross, a large humanitarian nonprofit operating health, social, and senior services across Switzerland. Overlaps with Pro Senectute's service portfolio but at significantly broader national scale across multiple cause areas.
• Caritas Schweiz: Major Swiss social services nonprofit providing counseling, financial assistance, and support across multiple vulnerable populations including seniors. Operates as a broader incumbent in the social services space.
• Tertianum Group: Switzerland's largest private operator of senior living and care facilities. Competes for the same senior demographic in premium service segments and serves as an alternative to Pro Senectute's aging-in-place model.

Direct peers

• Spitex Schweiz: National association for home care services (Spitex) in Switzerland. Directly overlaps with Pro Senectute's home assistance services and is a core strategic partner, providing coordinated in-home care across Swiss cantons.
• Pro Senectute Kanton Bern: Another large cantonal Pro Senectute branch providing parallel services to seniors in Canton Bern. Operationally identical service mix and funding structure.
• Pro Senectute Schweiz: National umbrella organization founded in 1917, of which Pro Senectute Kanton Zug is a cantonal branch. Operates the same model of senior services across Switzerland and is the closest structural peer and brand parent.
• Pro Senectute Kanton Zürich: Sister cantonal branch of Pro Senectute in Zürich, offering the same integrated service platform (counseling, courses, home help, Hilfsmittel store) to seniors in another canton. Most direct operational peer.

Regional players

• Curaviva Schweiz: Swiss association of care home providers with a Zug chapter (Curaviva Zug) that partners with Pro Senectute Kanton Zug. Comparable in eldercare focus but oriented toward residential rather than community-based services.

Emerging players

• Alzheimervereinigung Zug / Schweiz: Swiss Alzheimer's association with a local Zug branch that is a direct partner of Pro Senectute Kanton Zug. Focused specifically on dementia support, partially overlapping with Pro Senectute's Demenzhilfe service.

Others

• Benevol Zug: Volunteer coordination organization partnering with Pro Senectute Kanton Zug. Not a direct competitor but an adjacent enabling organization in the local senior volunteer ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/policy.php
• LinkedInlinkedin.com/company/pro-senectute-kanton-zug

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pro Senectute Kanton Zug